Jamie Powell

Brand activism, when a brand engages in a socio-political issue, think about Nike’s ‘for once, don’t do it’ in response to the Black lives matter protests and Gillette’s ‘the best a man can get’ in response to #MeToo. Brand activism has thus far been explored through its organisational impact, for example the financial and reputational impact, through such lens as authenticity. My current research in contrast, explores the societal impact of brand activism, which shall be investigated through empowerment theory.